granarolo social media crisis plan

GRANAROLO SOCIAL

MEDIA CRISISAlberto D’Autilia - Luca Flamini - Federico Oliveri

Giulia Pozzi - Maria Virginia Sgargi

“By failing to prepare, you are preparing to fail.”

Benjamin Franklin

1 INTROl Online crisis communication & key data

l Crisis planl Do and Don't

2 THE CASEl Overview

l Social media SWOT analysisl Authority activity

l Keywords

3 ACTION PLANl Main goalsl Campaign

l Training & preparationl

ROAD MAP

SOCIAL MEDIA CRISIS

“A social media crisis is a set of problems born online or which are amplified by social media therefore generating a negative coverage which is made by

the traditional media.

This could bring about loss both financially and in credibility.”

(Vincenzo Cosenza, Social Media ROI)

ENDOGENOUS OR EXTERNAL?

Main features:

Amplification

Virality

Penetration

Segmentation

Harmfulness permeating

REPUTATIONAL RISK

SOCIAL MEDIA CRISIS PLAN

DO AND DON’T

News and negative comments monitoring

Reverse SEO

Real time acting

Be honest and transparent

Internal communications

Defining policies, procedures and community rules

Identify who will be responsible

Training to face different scenarios

Alert, asses and act

Craft best practice responses

Lack of emphaty and aggressive reactions

Focusing just on legal and scientific perspectives

Censorship attitude

Avoiding to apoligise whenever the brand is at fault

Don’t have a crisis plan and a clear corporate purpose

‘Stock’ responses

THE CASE: GRANAROLO

WHAT HAPPENED OFFLINE?

WHAT HAPPENED ONLINE?

SWOT ANALYSIS

alberto.dautilia90@gmail.com

luca.flamini91@gmail.com

federicooliveri.fo@gmail.com

giulia.pozzi89@gmail.com

virgisgargi@gmail.com

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